Brand activism is a new and fragmented phenomenon that has been attracting growing
attention from scholars. Research on this topic is still at an exploratory stage and in need of …

Political polarization is a marked political division in the population, characterized by
multiple manifestations. The authors argue that it can affect consumer psychology, which in …

The increasing popularity of woke brand activism, tied to movements such as Black Lives
Matter and Me Too, is creating new opportunities for brands to signal their responsibility and …

As consumers seek products that cause minimal environmental harm and bring about
positive social impact, and as awareness of supply chain impact grows, retailers must …

Based on the issue ownership theory and corporate reputation, this study examines the
effect of corporate social advocacy (CSA) on corporate reputation, focusing on the relative …

Brands increasingly face pressure from consumers to take a stance on political issues, but
there is limited empirical evidence on the effect of political consumerism on sales. In this …

We scrutinize the direct and moderated impact of brands' support for Black Lives Matter
(BLM) on consumer responses. Our empirical strategy exploits Blackout Tuesday as a …

Purpose Through activism, brands participate in the sociopolitical controversies that shape
society today. Based on social identity theory, this study aims to examine the moderating …

Intersectionality remains largely underutilized within marketing. To address this gap, this
article synthesizes literature to provide tools for incorporating intersectionality into marketing …

Purpose In recent years, brands have increasingly engaged in corporate political advocacy
(CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on …